Brand Campaign with Safari in India

Inside Our Brand Campaign with Safari in India

Following last year’s success, we’ve teamed up again with our Indian licensed partner Safari to launch a new campaign, running from 20th October to 7th November. 

The campaign is in Safari stores, two major airports and Safari’s social media channels. The message: a cheap lock is a false economy.

Consumer Insights

India has a fast-growing group of first-time and newly international flyers who are unfamiliar with international airport security procedures. Our research shows that these travelers pack their suitcases with great care, yet the lock that protects it is often whatever is in the kitchen drawer, a cheap brass padlock, a ribbon, a piece of string or a layer of plastic wrap.

Indian consumers are famously sharp about value. They compare, bargain and hunt for the best deal. But that instinct tends to land hardest on “small” purchases, where saving a little feels smart and nobody sees what you bought. 

The cost only shows up later. If airport security needs to inspect a bag secured with an ordinary lock, they may have to cut it off. The traveler then completes the journey with an unlocked bag and a broken lock that needs to be replaced.

Our red diamond logo on Travel Sentry approved locks tells security officers that they can open, search and relock the bag without damage. Travel Sentry is the Diamond Standard of Travel Locks.

In Store

Our memorial to cheap locks is a tombstone full of broken, cheap, non-TSA locks featured in five Safari stores: R City Mall in Mumbai, Phoenix Mall in Kurla, Vegas Mall in Delhi, and Safari’s stores at Ahmedabad Airport Terminal 2 and Mumbai Airport Terminal 1.

The tombstone display is packed with cut padlocks and headed “Cheap Locks R.I.P. - Rest in Pieces.” The plinth shows the campaign messaging:

Travel Sentry’s red diamond tells security to open and relock luggage.

No diamond means a cut padlock. Same inspection. Different ending.

Choose the diamond standard locks.

The Safari sales staff have a talk sheet, explaining what the campaign is and the key message, along with answers to frequently asked questions about Travel Sentry Approved locks. 

Airport Campaign

From October 25 to November 7, the campaign also runs at two of South India’s busiest airports. At Rajiv Gandhi International Airport in Hyderabad, it appears at 10 baggage carousels. At Chennai International Airport, three displays are in the check-in area. Reaching people at both points connects the message to the exact moments when the lock matters most.

On Social Media

We’ve also collaborated with Safari on Instagram, the content asks a simple question: what are the things you should never buy cheap? A helmet. A mattress. A tattoo. These are purchases where everyone understands that the cheapest option can end up costing far more. The aim is to put the luggage lock on that list. A lock protects everything a traveler has packed. 

A Travel Sentry approved lock is a value add, not just a component on a spec sheet. Price-sensitive shoppers will happily save money on a lock until they can picture the consequences. Show them a cut padlock and an unlocked bag, and their purchasing decision will change.